MediaDNA Initiative Maps Celebrity Personalities
The ongoing obsession with the lives of the rich and famous has prompted cross-media research consortium MediaDNA to start mapping the ‘personalities’ of celebrities alongside traditional brands.
The first two celebrities to be included in the profile matching are former Capital Radio breakfast show host Chris Tarrant and his replacement Johnny Vaughan. The image, positioning and personality of the two DJ’s have been mapped alongside other media brands to find out which best fits their profile.
Unsurprisingly, Tarrant was perceived by consumers as the embodiment of Capital 95.8 FM after his eighteen year association with the brand. Vaughan was also found to be a close fit, but appealed more towards the station’s younger listeners.
Further analysis revealed the versatility of the Johnny Vaughan brand, with consumers associating him with other major programme successes such as Channel 4’s Big Brother and ITV’s I’m A Celebrity Get Me Out Of Here.
Commenting on the research, Frank Harrison, ZenithOptimedia strategic resources director and chair of the consortium, said: “Using MediaDNA’s media-neutral brand analysis, we’re now able to match advertiser brands to celebrity brands as well as to over 200 of the nation’s most popular media brands.”
Gavin Miller, commercial marketing director, Capital Radio Group added: “With this new analysis we can show our clients how Johnny Vaughan’s profile is going to help Capital’s reputation as London’s most connected station. His cheeky-chappie appeal is seen as attractive to both men and women, and he appeals to that younger audience so attractive to many advertisers.”
The MediaDNA consortium comprises media agency ZenithOptimedia and media owners BSkyB, Capital Radio Group, IPC Media, News International and Yahoo! UK & Ireland. Last year the cross-media group unveiled what it claimed to be the first media neutral planning tool for advertisers (see MediaDNA Unveils First Media Neutral Planning Tool).
MediaDNA: 020 7224 8500 (c/o) Frank Harrison at Zenith Media www.mediadna.co.uk
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